1 JEL: M14, L81 DOI: 10.5937/industrija43-7902 Radenko .
Tijana Marić2Ivica Nikolić3Radenko Marić4Milenko Dželetović1JEL: M14, L81DOI: 10.5937/industrija43-7902UDC: 338.48:004.738.5005.35:338.486.2Original Scientific PaperSocial Responsibility in E-Commerce:Reflection on Customer’s Satisfaction andLoyalty in Internet Promotion of TouristServicesArticle history:Received: 12 March 2015Sent for revision: 4 April 2015Received in revised form: 4 May 2015Accepted: 14 May 2015Available online: 2 July 2015Abstract: The aim of this paper is to determine, based on theoretical andempirical research, whether and to what extent the application of the socialresponsibility concept in e-commerce and marketing affects the satisfactionand loyalty of customers opting for on-line purchase. The main task is to usethe case of global on-line buying and selling of tourist services to test the nullhypothesis on the existence of a statistically significant correlation betweenthe concept of social responsibility and customer’s satisfaction and loyalty.Empirical research was conducted on a sample of 409 respondents fromselected countries: Serbia, Turkey, Egypt, Italy and Spain. Contingencycoefficient and Pearson's correlation coefficient were used for theinterpretation of the results and determination of the degree of correlationbetween these variables. The research results indicated a significantstatistical correlation between the concept of social responsibility andcustomer’s satisfaction and loyalty. These results served as a basis forproposed measures necessary for defining the model of social corporatesocial responsibility in e-commerce, which will be generally binding for all online advertisers. Suggestions for future research are provided in the paper.Key words: E-commerce, Responsibility, Internet, Customers, etc.1Educons University, Faculty of Business EconomicsEducons University, Faculty of Business Economics3University of Novi Sad, Faculty of Economics Subotica, radenko.maric@yahoo.com4Educons University, Faculty of Business Economics2Industrija, Vol.43, No.2, 201573
Marić T., et al.: Social Responsibility in E-Commerce: Reflection on Customer’s.Društvena odgovornost u elektronskoj trgovini: uticaj nazadovoljstvo i lojalnost korisnika internet promocijeturističkih uslugaApstrakt: Cilj ovog rada je da se na bazi teorijskog i empirijskog istraživanjautvrdi da li se i u kojoj meri primena koncepta društvene odgovornosti uelektronskoj trgovini i marketingu odražava na zadovoljstvo i lojalnostpotrošača koji se opredeljuju za on-line kupoprodaju. Osnovni zadatak je dana primeru globalne on-line kupovine i prodaje turističkih usluga testiramoosnovnu hipotezu o postojanju statistički značajne povezanosti izmeđuprimene koncepta društvene odgovornosti i zadovoljstva i lojalnosti potrošača.Sprovedeno je empirijsko istraživanje na uzorku od 409 ispitanika iz izabranihzemalja: Srbije, Turske, Egipta, Italije i Španije. Za tumačenje dobijenihrezultata i utvrđivanje stepena povezanosti između navedenih varijablikorišćen je koeficijent kontigencije i Pearson-ov koeficijent korelacije. Naosnovu sagledavanja dobijenih rezultata, testiranje je pokazalo da postojiznačajna statistička povezanost između primene koncepta društveneodgovornosti i zadovoljsta i lojalnosti potrošača. Na bazi takvih rezultatapredložene su mere neophodne za definisanje modela društveno odgovornogposlovanja u elektronskoj trgovini koji će biti opšte obavezujući za sve on-lineoglašivače. Predlozi za buduća istraživanja dati su u radu.Ključne reči: Elektronska trgovina, odgovornost, internet, potrošači.1.IntroductionPrevious research in domestic and foreign scientific and professional literature(Đurković et al, 2013; Cruz, 2008; Salmones et al, 2005; Clark, 2000)indicates increasing attention given to the concept of social responsibility in ecommerce and marketing, in the last decade, by the professional public,business entities, consumers, employees, etc. Most authors (Matten, Moon,2004; Anderson, Srinivasan, 2003; Srinivasan, 2002) reached a consensusthat such way of business conduct places a consumer and his/her satisfactionat the centre of all business activities of companies. When it comes tocorporate social responsibility in e-commerce regarding on-line promotion oftourist services and destinations, having summarized a number of scientificstudies (Salwani et al, 2009; Werthner, Ricci, 2004; Morrison, King, 2002) itcan be concluded that prevailing papers deal with the integrated approach tosocial responsibility, international marketing, and customer satisfaction.In this context, online advertising as a basic element in e-commerce providesa wide range of potential consumers with access to up to date,comprehensive and personalized information (Lee, Turban, 2001). However,74Industrija, Vol.43, No.2, 2015
Marić T., et al.: Social Responsibility in E-Commerce: Reflection on Customer’s.since services cannot be checked before on-line purchase or booking,potential customers need all information on the website of a tourist servicecompany to be up to date, accurate and relevant, so they can be sure thatpurchased services will satisfy their needs and desires. The problem lies inthe fact that information placed on-line are often not completely accurate andcurrent, and companies promise more than they can realistically offer to apotential customer.Therefore, this study aims to analyze the moral and social problems that aresubjectively and objectively present in e-commerce in online promotion oftourist services, as well as in relations between tourist and serviceorganizations towards market participants, costumers, the public, the stateand society, at local, regional and international levels.2. Literature reviewSocial responsibility is a complex concept that involves the relationship ofman to society, but also to himself. Dawkins defined corporate socialresponsibility (CSR) as a set of corporate responsibility, which includeseconomic, legal, ethical, and philanthropic responsibilities that companiesundertake to conveniently coexist with its customers, market andshareholders (Dawkins, 2008). Due to complexity of the phenomenon ofcorporate social responsibility, some theorists differentiate four structuralportions of this concept. According to them, corporate social responsibilityshould include: 1) ethical - philosophical part (so-called Corporate SocialResponsibility - CSR1), 2) actual actions of managers aimed at interest ofsociety (CSR2), 3) all business decisions must be based on ethical and moralvalues (CSR3), and 4) the process of making business decisions andcorporate management must take into account religion, social issues, science,etc. (Garriga; Mele, 2004, str. 52). We can conclude that social responsibilityincludes several elements, and also it is possible to distinguish several typesof responsibility within the given term, such as moral, legal, and socialresponsibility (Maric et al, 2011).In addition to the above, the authors Thomson, Arthur and Strickland(Thompson, Arthur; Strickland A.J.; Gamble John) point out that companiestruly committed to social and ethical management, tend to make socially andmorally responsible behaviour as a fundamental component of its corporateculture (Thompson et al, 2008). The importance of integrating social andmoral standards in business activity consists of a positive effect on long-termstrategic success of a company. In this way, the creation of this kind ofintegrity is encouraged, which implies respect for customers, othercompanies, employees, competitors, society and the state.Industrija, Vol.43, No.2, 201575
Marić T., et al.: Social Responsibility in E-Commerce: Reflection on Customer’s.When it comes to the perception of the concept of social responsibility in ecommerce, the authors (Morsing, Schultz, 2006) believe that sociallyresponsible behaviour implies that companies by on-line ads of their productsand services actually present what they can provide, by promoting only theactual values and characteristics of their products and services. The mostsensitive segment of e-commerce, according to Kracht and Wang, is the salesand booking of tourist services, because they cannot be seen and touched, sothe overall customer's knowledge is based on the information provided on thewebsites of the tourist service companies (Kracht, Wang, 2010). The basictension lies in the fact that potential customers need adequate information tomake a correct decision about their purchase, while, on the other hand, due totougher competition and struggle for profit, on-line advertisers are trying to sellonly the information that is sufficiently attractive and appealing to encouragethe potential customers to make a purchase. A key question of the research isto assess how customers react to such form of commerce.3. Research methodology and dataBearing in mind the mentioned theoretical aspects and basic researchquestion, null hypothesis Ho reads: application of the concept of socialresponsibility in e-commerce brings benefit to on-line advertisers, such ascustomer's satisfaction and customer's loyalty.In order to test the established hypothesis, a quantitative, transversalresearch was conducted among global users of on-line buying and selling inthe period from February to May 2014. Interviewed users are from Serbia,Turkey, Egypt, Italy and Spain. The survey was performed by a questionnaire,which included questions on how customers are informed about the conceptof social responsibility, the assessment scale of customer satisfaction withtourist services, and preferences of the way of on-line purchase and bookingof travel arrangements.CAWI (Computer Assisted Web Interviewing) was used as a surveytechnique. The survey involved the tourist services users who voluntarilyagreed to participate. The survey was conducted in the following threephases: 1) data collection through survey created for research purposes, 2)sorting and grouping of data, and 3) data processing by statistical analysis.The sample was non-random and appropriate and falls into the category oflarge samples. Statistical set according to research goal and available optionsincluded 409 users of tourist services (Table 1).76Industrija, Vol.43, No.2, 2015
Marić T., et al.: Social Responsibility in E-Commerce: Reflection on Customer’s.Table 1. Research SerbiaTotal%21.014.716.624.922.7100.0Source: author’s calculationThe sample of tourist service users indicates that 24.9% of the total sample arepassengers from Italy, 22.7% from Serbia, 21% from Turkey, 16.6% from Spain,and 14.7% from Egypt. Table 2 shows the distribution of respondents according toage. As can be seen, most respondents are 20 to 34 years (57.5%), which leadsto the conclusion that this particular group most often uses the services of travelagencies. Respondents aged 35 to 44 years make up 14.9% of the sample, 45 to54 years 16.4%, and older than 55 account for 11.3% of the total sample.Table 2. Age structure of the survey sample20-3435-4445-5455-6465 and .2100.0Source: author’s calculationMajority of the sampled users of tourist services (Table 3) are women (62.3%),and then men 37.7%. The reason for such discrepancy is found in the fact thatmen are not in the mood for a survey and filling out the questionnaire, and thatwomen pay more attention to details related to the quality of the services offered(e.g., accommodation, hygiene, price, distance from the beach, etc.).Table 3. Sex structure of the survey 0.0Source: author’s calculationIndustrija, Vol.43, No.2, 201577
Marić T., et al.: Social Responsibility in E-Commerce: Reflection on Customer’s.The results that were obtained through empirical research were processed bymeans of statistical analysis, SPSS software. Descriptive statistics was usedfor summarizing the collected data, which by tabular and graphicalpresentations of frequency and percentages provides description of theresults obtained in our research. Inferential statistics was used to test the nullhypothesis and determine the existence of correlation and causalrelationships between variables. The correlation between variables, data ofwhich are coming from a nominal measurement scale, was established bycontingency coefficient, while the correlation between variables with intervallevel data is obtained by Pearson correlation coefficient. The effect of theindependent variable on the dependent one is determined by regressionanalysis, for cases that had previously demonstrated a significant correlation.The correlation coefficient was interpreted in relation to the followingclassification of the intensity correlation: r from 0.00 to 0.20 indicates no or insignificant correlationr from 0.20 to 0.40 indicates correlation of low intensityr from 0.40 to 0.70 indicates correlation of medium intensityr from 0.70 to 1.00 indicates correlation of high or very high intensity4. Research resultsHow familiar the respondents are with the concept of socially responsible ecommerce and presentation of tourist arrangements was checked by aquestion that required a travel services user to explain his/her understandingof this concept (Table 4). The question was posed to all service users in allcountries analyzed in order to verify if the understanding of this concept differsin the global market.Table 4: Socially responsible presenting of tourist arrangementsFCorrect, accurate andtimely 2,2%1013,3%201819,3%33,3%Business in accordancewith the law and moralprinciplesQuality tourist servicesprovidedI don’t 0,0%102100,0%93100,0%Industrija, Vol.43, No.2, 2015
Marić T., et al.: Social Responsibility in E-Commerce: Reflection on Customer’s.Contingency coefficientValuep,235,093Source: author’s calculationBased on these results we conclude that tourist services users in all countriesmostly do not know what the concept of socially responsible e-commerce is.The opinion that this concept implies true, accurate and timely advertising,buying and selling of tourist arrangements is shared by most (38.2%)travellers from Spain, while the largest number of travellers not informed(68.8%) are from Serbia. It can be concluded that there is no significantcorrelation between how passengers are familiar with the concept ofcorporate social responsibility in presenting travel arrangements and thecountry in which they live, as respondents provided equal answers in allsurveyed countries. The next step of the research is to determine thepercentage of respondents who collect information on-line (Table 5). There isa high correlation between countries and the way of obtaining information(p 0.01). Namely, it is evident that the users of tourist services in Italy gatherinformation from web sites to a greater extent (70%), in relation to othercountries. This percent is also high in Spain and Serbia amounting to 60% ofpassengers, while only 45.5% of passengers in Egypt opt for Internet,explaining the reasons for such low percent, such as lack of computerequipment, poor Internet speed, and lack of fundamental knowledge oninformation technology. The Egyptians in particular emphasize their culturaland religious ideology that prohibits the use of modern technology and theInternet for communication, thus preventing them to participate in on-linecommerce. Similarly, passengers in Turkey explain that a slightly lowerpercentage (56%) lies in the fact that the Internet as a marketing channel isprohibited by religious and cultural norms, as well as in insufficientlydeveloped technology in some parts of the country.Table 5: Obtaining information on tourist arrangementsTurkeyEgyptSpainItalySerbiaOn web sitePersonally in tourist agencyBy telephoneBy leafletsThrough friend, acquaintanceThrough unions andOther i %25,0%Total100,0%Industrija, Vol.43, No.2, 4%9,8%3,3%1,1%100,0%79
Marić T., et al.: Social Responsibility in E-Commerce: Reflection on Customer’s.Value,371Contingency coefficientp,000Source: author’s calculationThe following information in the research concerns the request that users oftourist services indicate the reasons for (not) giving priority to informationthrough the Internet and web sites (Table 6). The table shows thatpassengers from Serbia buy travel arrangements on-line with greater certaintythat all mentioned information are true and fully realized, compared totravellers from other surveyed countries. Average score with tourists fromSerbia was 3.62 (scale 1-5). This opinion is shared by Italians and Spaniardswith similar trust of 3.25 and 3.20, respectively, in the local tourist agencies,while travellers from Turkey and Egypt are very suspicious, with an averagescore of less than 3.Table 6. Average scores of trust in on-line touristic 01,001,00Maximum5,005,005,00Mean3,623,253,20Std. ,772,00,93668,00000Source: author’s calculationThe following research question concerns the characteristics of the websitewhere customers have most recently bought or reserved an arrangement online, and the certainty that the company will behave in a socially responsiblemanner, i.e. that it will realize everything stated in its on-line offer. Linearregression analysis (Table 7) was used as a basic statistical tool whichconfirmed that in Spain and Italy the number of on-line tourist offers is apredictor of passenger’s certainty that a specific tourist-service company willrealize all the information presented in the web site. The coefficient βindicates that the contribution of a large number of arrangements isstatistically highly significant, i.e. that a larger number of tourist offerspresented on the website of a tourist service company means that potentialusers of tourist services in Spain and Italy will be more certain that thepresented offer will be realized. In Serbia, a significant predictor is accuracy ofinformation, while the number of tourist offers and good layout of the web site80Industrija, Vol.43, No.2, 2015
Marić T., et al.: Social Responsibility in E-Commerce: Reflection on Customer’s.have no significant contribution to the trust passengers in tourist servicecompanies.Table 7. Characteristics of websites and certainty of socially responsiblebehaviourCharacteristics of websitesβStd. Errortp2,645,017SpainNumber of tourist offers,812,307ItalyNumber of tourist offers,752,1035,362,000Number of tourist offersPrecise informationGood 025,254SerbiaSource: author’s calculationThe results in the following table (Table 8) show that travellers from Turkey,Spain, Italy and Serbia do not buy travel arrangements on-line solely becauseof lack of trust in the accuracy of the information presented. Users of touristservices from Egypt stated that the lack of information about arrangementswas the most common reason why they did not use this type of purchase, andthe lack of computers, the Internet access, etc. It should be mentioned that inSerbia, travellers appreciate personal contact, i.e. recommendations, advice,etc. However, although there are slight differences in the reasons whytravellers do not opt for on-line purchase, additional analysis has showed nosignificant correlation between this variable and the country where touristservice companies operate.Table 8. The reasons why customers do not opt for on-line purchaseTurkeyNot able to do it (do notuse the internet orcomputer, do not knowhow to do it, etc.)Lack of information aboutoffersDo not trust themOtherPrefer personal ,0
Industrija, Vol.43, No.2, 2015 73 Tijana Marić1 Ivica Nikolić2 Radenko Mari ć. 3. Milenko Dželetović. 4. JEL: M14, L81 DOI: 10.5937/industrija43-7902 . UDC: 338 .
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tle introduction into state-of-the-art description logics. Before going into technicalities the remainder of this section will brie y discuss how DLs are positioned in the landscape of knowledge representation formalisms, provide some examples for modeling features of DLs, and sketch the most prominent application context: the Semantic Web. Section 2 starts the formal treatment by introducing .
